10 to 20 years from now, fashion and beauty retail will probably look completely different from the way it looks now. Virtual trying on clothes and magic mirrors with functions varying from color-changing to virtual makeup, shopping in virtual department stores like the one already launched by eBay in Australia, and so on. The adoption of Augmented Reality/Virtual Reality in fashion opens a range of possibilities for fashion retail. For customers, it means a more seamless user experience and some additional benefits.

American Apparel — color-changing app

A clothing retailer is known for a variety of colors in their product collection. Apparently, to make the process of color-choosing easier, they created the in-store Augmented Reality app that allows customers to view a clothing item in different colors and read customers reviews. The idea is simple and functional.

Converse — new kind of e-commerce

The famous brand developed iPhone augmented reality app that allows users to try on trainers virtually, by pointing a phone at their legs. Besides, customers can make orders directly through the app, without leaving home. The idea is great for customers who do not like physical shopping.

Uniqlo — magic mirrors

For brick-and-mortar fashion retailers, the idea is not new. The Japanese brand installed the first Magic Mirror back in 2012. Trying on clothing in front of the Magic Mirror prompted a touchscreen that allowed the customer to select other colors in the range which could be tried on. Other fashion brands who use the technology are Rebecca Minkoff, Neiman Marcus, etc.

Topshop — the new way to try on clothes

The new way to try on clothes is without actually wearing them. The British brand adopted the technology in 2011. Since then, many fashion retail brands have been using the technology, but the idea is the same — trying on clothes made easier, user experience moves to the new level.

De Beers, Boucheron, Tissot and Garrad — AR for luxury brands

Luxury brands have always been one of the first to adopt new technologies. For example, De Beers and Boucheron allow customers to try on jewelry from home through a simple webcam. Tissot used a similar approach but in-store. And even Garrad, the famous British jewelry company, used the Royal Wedding as an opportunity to let people try on a virtual tiara and feel like Kate Middleton.

Get the Look — try on your friend’s makeup

The app was introduced by Rimmel, a British cosmetics brand. The idea behind the app is fascinating and exciting: it allows customers to capture looks on the street with a smartphone and replicate it using Rimmel cosmetics products. The Get the Look app is available for download at Google Play and App Store.

Sephora — a virtual artists

Sephora created an app that allows product try-on (lip shades, eyeshadows, false lashes) from your smartphone. In the eight weeks after launch, the app had 1.6 million visits and 45 million “try-ons”.

Marks and Spencer — AR to entertain kids

The fashion brand came up with a creative idea to entertain kids and sell more T-shirts. With the augmented reality app, kids T-shirts come to life: monkeys swing through trees, bears scale skyscrapers, some creatures even leap out from the tee.